The real messes don’t come from a bad quarter or a supply chain snag. They come from the chaos no one saw coming: a political storm that drops out of nowhere, boardroom drama that spills into the headlines, an international trend that sweeps the globe overnight, or a TikTok clip that suddenly emasculates a billion-dollar brand in 72 hours.

So what’s today’s mess? The suspension of Jimmy Kimmel Live by ABC. What does late-night television have to do with retail? Quite a lot. Because whether you’re a network like ABC, or a retailer like Target or Nike, the lessons of brand safety and political risk are the same.

Lesson one: Advertisers run first. The second a controversy ignites, advertising dollars are the first to vanish.
Lesson two: Culture wars are now business risks. What feels edgy or funny to one side of the audience can look toxic to the other.
Lesson three: Regulators and politicians are part of the equation. Just as ABC affiliates feared FCC scrutiny, retailers today need to think about how their decisions might trigger legal or political blowback.

So, what’s the takeaway for retailers and advertisers? Messy situations aren’t always about price points or marketing mix. They’re about everything else you don’t control: politics, culture, perception. The best companies are the ones that scenario-plan for the mess before it spills.

Because once it’s out there — whether you’re Jimmy Kimmel or Target — you’re not just cleaning up a PR issue. You’re cleaning up a business risk that can hit revenue, reputation, and long-term trust. And that’s why my series is called Cleanup on Aisle 5.